Californian specialty coffee retailer Reborn Coffee has signed a $1.3 million licensing agreement with Reborn Health Goods, a China-based corporation, to oversee the company’s expansion across Mainland China. 

Through the exclusive master licensing agreement, Reborn Health Goods will oversee the national operations and expansion of the brand, including the execution of direct store developments and the coordination of regional sublicensing partnerships in line with the brand’s standards and growth objectives. 

“This master agreement sets the foundation for unified growth and brand consistency across one of the most dynamic consumer markets in the world,” said Jay Kim, CEO of Reborn Coffee Inc. 

“Our partner brings the scale, strategy, and operational excellence to lead Reborn’s multi-format rollout across key provinces and cities in China.” 

Reborn Health Goods will also coordinate with existing and future regional licensees, including Guangdong and Liaoning provinces, to ensure a unified brand execution across the country. 

As the demand for specialty coffee grows in Asia-Pacific, this strategy strengthens Reborn Coffee’s presence in the region and supports its broader international vision.